Consumers are realists about anti-ageing products, finds Mintel


While the massive anti-ageing industry provides a ray of hope for some consumers, it seems many are realistic.

Face is biggest area of ageing concern

Face is biggest area of ageing concern

Recent Mintel research found 69% of consumers believe how you age is mostly genetic, and external products are more hope than help. Additionally, eight in 10 consumers think diet and exercise are the most important factors associated with ageing skin and 78% say using sunscreen is the real key to preventing visible signs of ageing.

While many consumers say ageing is controlled by diet, exercise and genetics, 69% also report the earlier you start using age prevention remedies, the better off you are.

“There’s a sizable gap between opinion and practice,” said Kat Fay, senior beauty analyst. “While there are no guarantees when it comes to anti-ageing skincare purchases, many women buy the products anyway with the hope of achieving visible results. They adopt the ‘it’s better to try something than do nothing’ approach.”

The $832m anti-ageing skincare market has experienced decelerated growth in the past year, but sales are expected to increase 46% in current prices from 2010-2015 according to Mintel. It seems even when times are tough, women are still reluctant to cut back on their favorite anti-ageing and beauty products.

Currently, just 24% of consumers report using anti-ageing skincare products. Another 21% have used wrinkle-reducing facial skin care products in the past year and 18% report using skin rejuvenating products. Meanwhile, 39% of consumers who are concerned with ageing have not taken any action to prevent or reverse the signs of ageing.

“Respondents aged 25-54 report the most likelihood to use facial skincare products with anti-aging, wrinkle-reducing, and skin rejuvenating properties,” said Fay. “This makes sense, as at age 25 many people are likely beginning to see the first signs of aging and want to prevent further signs. Through middle age they are trying to reverse the signs; and after age 55 they are likely more resigned to aging and less inclined to spend.”

For consumers who are concerned about ageing, the entire face is the biggest concern (48%) followed by the eye area (41%), the stomach (40%) and the neck (31%).